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Disney+ bets on localised content strategy with 20 new APAC titles

Disney+ bets on localised content strategy with 20 new APAC titles

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Disney+ is doubling down on local content with 20 new local APAC content titles, including 18 originals done in collaboration with content creators from Malaysia, Indonesia, Japan, South Korea, Greater China, Australia and New Zealand. This comes as part of Disney's ambition to greenlight over 50 APAC originals by 2023. The company will also launch a significant slate of premium branded entertainment on the Disney+ platform in the coming years, including content from its global brand franchises, general entertainment content from Star and local language originals from the APAC region. The Star brand was introduced during the virtual APAC content showcase today.

Luke Kang, president of The Walt Disney Company, APAC, said that it will combine the global resources of the company with the best content creators in the APAC region to develop and produce original stories on Disney+. Among the list of new titles to be launched include Twisted Wonderland, Susah Sinyal, Tokyo MER, Rookies, Grid and Snowdrop.

“With OTT services going mainstream, the emergence of world-class content from Asia Pacific and rising consumer sophistication, we believe that this is the right time for us to deepen our collaboration with the region's best content creators to deliver unparalleled storytelling to global audiences," he added.

Kang also said during the virtual event that consumers across the region are increasingly demanding the best of global and local language content. At the same time, as the creative talent and content from the region continues to improve, the company wants to be at the heart of this exciting trend. "All these factors provide Disney with an incredible opportunity to deliver endless global and local entertainment to everyone," he added.

To leverage the creative talent in APAC, Disney has also unveiled The Walt Disney Company’s APAC Creative Experience Programme, an initiative that will connect hundreds of top creators from the APAC region with Disney’s filmmakers and creators. Under the initiative, leading creators in the APAC region will be able to meet executives and creatives from the company's key brands and studios; through creative masterclasses, live panels and other engagement activities. According to Kang, APAC's creative talent and content is "world-class and will only get better".

Jessica Kam-Engle, Disney’s APAC head of content and development, said that its production strategy is centred on working with the best local storytellers in the region, leveraging its brand power, scale and dedication to creative excellence. "We look forward to collaborating with award-winning and emerging creative talent in Asia Pacific and sharing authentic stories that reflect the unique cultural and social dynamics from this region to global audiences," she added. MARKETING-INTERACTIVE has reached out to Disney for additional information.

Disney+ will launch in Hong Kong and South Korea next month. Meanwhile, it was made available to consumers in Singapore in February, Malaysia in June, and Indonesia in September. In August, Disney+ Singapore embarked on a localised campaign, reimagining popular horror TV series from a variety of perspectives that are distinctive to Singaporean culture. It shortlisted three local artists to create digital artworks inspired by the thrilling horror titles available on the streaming platform, including The Walking DeadWhat We Do In The Shadows, and American Horror Stories.

Through the artworks, Disney+ hopes to create relevance for these shows to its Singaporean audience, and provide a platform for local artists to share their unique perspectives of its popular horror titles; a spokesperson told MARKETING-INTERACTIVE.

Join our Digital Marketing Asia conference happening from 9 November 2021 - 25 November 2021 to learn about the upcoming trends and technologies in the world of digital. Check out the agenda here. 

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